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Colombian coffee producers asociated themselves and stablish the federación colombiana de caficultores, aiming to organize and get to know better colombian cofee to the audiences.
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Aiming for recognition and positioning of Colombian coffee, a new image is given to coffee crops by the Juan Valdez made-up character.
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First advertising campaign that took place in the foreign market. For the specialists, Colombian coffee was known to have the best quality, however tough and exclusive consumers didn’t recognize Colombian coffee as the best in the world.
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a logotype is created to give recognition to Colombian products including coffee.
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Opened in Bogotá, Colombia.
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Opening of the first Juan Valdez Shop in USA
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The Juan Valdez included on the top 5 most nown brands in Colombia.
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Introduction of exclusive coffee selection by Juan Valdez to satisfy broader and specialized audiences.
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Strategic alliances with LAN airlines and Hotels to distribute Juan Valdez coffe in meetings and flights to introduce the product to a global audience.
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Due to their success in the market and thanks to the franchise model, new shops were opened in USA, Ecuador, Chile, Spain, Panama and Aruba.
